Friday, October 12, 2012

As rivals gain, Thai tourism cries out for distinct image

Thailand should have a clear campaign to
promote tourism and distinguish itself from neighbouring countries,
says the Association of Thai Tourism Marketing (ATTM).

President Mingkwan Metmowlee said Indonesia and Cambodia are gaining popularity with European travellers.

The governments of both countries have supported the tourism
industry, and the private sector also cooperates with state policies.

At present, the average package tour in Indonesia is attractive at
700-800 (27,800 to 31,700 baht) for 12 days and nine nights compared
with 1,200 in Thailand. Cambodia features untamed nature and an unseen
culture.

Though Thailand is a popular hospitality destination for Westerners, it lacks cooperation between tourism groups.

Consequently, Thailand must differentiate itself from the others to
remain competitive. For example, if it wants to boost the honeymoon
market, it should think about what makes its honeymoon product
different.
PR and marketing campaigns are not enough to lure tourists; Thailand
needs unique products and specific promotions for each destination.

For instance, Trang has a famous underwater wedding ceremony. But
when newlywed couples want to honeymoon, they often think about the
Maldives and its popular seaside resorts.

Ms Mingkwan said the association admires the hard work put in by the
Thailand Authority of Thailand (TAT), but the country's positioning is
unclear. To compete with Myanmar, Indonesia, Vietnam and Cambodia, the
TAT has to seriously promote new destinations such as Koh Kut and Koh
Lao Ya to show that Thailand still has more beautiful and pristine
beaches.

"We have to pay attention to product development and education for
SMEs and local people on tourism and persuade them to value nature,"
said Ms Mingkwan. "This is a step towards sustainable tourism."

For Europe, she said the TAT and the airlines should join hands to
do marketing campaigns, introduce new destinations and select quality
tourists. The euro crisis has affected spending, but Thailand is still
attractive for many travellers.

Another problem is that secondary provinces are too small to draw
foreign tourists except for some popular locations like Pai in Mae Hong
Son and Chiang Khan in Loei.

Ms Mingkwan said Thailand ranks third among European tourists Asian destinations, after China and Vietnam.

Next year, the ATTM sees potential for growth in US tourists as the
economy turns around. But tour operators may have to offer a combined
package tour with nearby countries such as Cambodia and Vietnam.